The New Kid On The Block: JCPenney in NYC
All photos: Isabelle Erb
Last week, JCPenney gave the press a sneak peek at its new Manhattan store, located in the bustling Herald Square shopping district. The 153,000 square foot retail establishment occupies two levels in the newly renovated Manhattan Mall complex at 33rd Street and Sixth Avenue. The store marks a milestone in the history of the 107 year-old retail chain, which operates more than 1,100 stores nationwide. Although JCPenney has long been a presence in the boroughs of Queens, Staten Island, and the Bronx, they have never before had a store on the island of Manhattan.
Touch screen for customers to search, select, and purchase items.
The Herald Square area is a crossroads of sorts for local residents, business travelers, commuters, and tourists, due to its proximity to the subway, the PATH train, and Penn Station. The JCPenney store has been designed for the shopping convenience of the more than 250,000 people who pass through this area each day. It features such amenities as an electronic queuing system, similar to that of Whole Foods, which will direct customers to its 95 point of sale terminals, and keep them informed of estimated wait times. Each register will also provide access to jcp.com and its extended selection of merchandise. In the home section, customers can search the company’s extensive inventory with the help of a large touch screen that allows them to make a selection, purchase the item, and print a receipt which is then taken to a register to complete the transaction.
Two new exclusive JCPenney brands will make their debut at the Manhattan location. Cindy Crawford Style is a collection of home furnishings and accessories including items such as bedding, rugs, and table top pieces with prices beginning as low as $9.99. In the menswear department, Joe Joseph Abboud will offer sportswear, tailored clothing, ties, and outerwear described as “neo-traditional” in style.
On the store’s upper level, a 2000 square foot “ store-within-a-store” Sephora boutique has been installed. This is one of many Sephora shops located in JCPenney stores throughout the country in what has proven to be a mutually beneficial retail partnership.
JCPenney will hold the official grand opening of its New York store on July 31, in Greeley Square Park. The ceremony will feature a fashion show and remarks by Mayor Michael Bloomberg.
- Rhonda Erb